Japan is a key market, Italian oil excellence is growing
Record number of entries for the 2026 edition of the Japan Olive Oil Prize (Joop), the international competition dedicated to the excellence of extra virgin olive oil: 691 brands from 25 countries competing, up from 577 in the previous edition. An increase of almost 20% which consolidates the Joop among the reference competitions globally in the Evo sector and confirms its rapid growth, in a context of growing attention on the Japanese market towards quality.
The initiative, organized by the Italian Chamber of Commerce in Japan, is part of a broader promotion and training program aimed at consumers, through masterclasses, guided tastings and educational activities aimed at strengthening the ability to recognize high-end products.
According to Gtaic data, Italy confirms itself as the second largest supplier of olive oil to Japan, with a 35.8% share of imports in value in 2024. Istat findings also indicate Japan as the fourth destination market for Italian olive oil exports, for a value of approximately 151 million euros in the same year. The Italian presence in the refined oil segment is also increasing, with a share rising from 30.5% in 2024 to 38.4% in the January-November 2025 period.
“The record growth in the number of oils in competition reflects a broader phenomenon: Japan is increasingly recognized by producers around the world as a strategic market for high-quality extra virgin olive oil,” said Davide Fantoni, director general of the Italian Chamber of Commerce in Japan. “The activity does not end with the award ceremony, but continues throughout the year with B2B and B2C initiatives, including participation in Foodex Japan”. The winners were selected by an international jury of 12 experts through blind tastings conducted according to globally recognized standards. “The competitions represent an effective promotional tool: the one dedicated to Asia constitutes an important access point for importers interested in Italian excellence”, panel leader Antonio G. Lauro explained to ANSA, underlining Italy’s leading role in this year’s edition.
Alongside the main award, the Joop Design Award – active since 2020 – enhances the aesthetic and communicative aspects of the product, rewarding packaging, labels and bottle design. “Extra virgin oil is a product of excellence, which represents a long history dating back to several millennia, in particular the culture of the Mediterranean; among other things, it is also a delicate product, sensitive to light, heat and temperature”, observed designer Fabio Filippini, member of the jury. “When selecting the design of these bottles we not only took into account the aesthetics, but also these functional, historical values and the imagery associated with the product.”
